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Marketing plan

March 2019

Proponents

Artiaga, Reivin
Estavillo, Isabel
Estavillo, Isidra
Cabigayan, Angelyn
Guro, Princess
Nelmida, Jemmiah
Oquindo, Julia
Table of Contents

CHAPTER I
Executive Summary ………………………………………………………………………

CHAPTER II
Company Background …………………………………………………………………..
Mission & Vision statement……………………………………………………

CHAPTER III
Situational Analysis………………………………………………………………
Market Analysis …………………………………………………………
Customer Analysis……………………………………………………….
Competitor Analysis……………………………………………………..
SWOT Analysis………………………………………………………….

CHAPTER IV
Marketing Objectives…………………………………………………………………….

CHAPTER V
Marketing Strategies…………………………………………………………..................

CHAPTER VI
Implementation………………………………………………………………..........
EXECUTIVE SUMMARY

HMS® Cosmetic Line, HMS is a licensed and standard cosmetic company that will be located

in an industrial area in Manila. We have been able to secure a long term lease for a facility in a

strategic location with an option of a long term renewal on an agreed terms and conditions that is

favorable to us.

We ensured that our facility is easy to locate and we have mapped out plans to develop a wide

distribution network for wholesalers all around Manila.

HMS® Cosmetic Line, will ensure that all our customers (wholesale distributors) are given

first class makeover whenever they visit our shop and we will ensure that we get our customers

involved when making some business decisions that will directly or indirectly affect them.

HMS® Cosmetic Line, is a friendship business that are owned by a group of friends that

produced a creative idea of cosmetics.


Company Background

HMS Cosmetic Line are owned by a group of Friends that consist of seven members.

Together, HMS took a year worth of combined experience and Ideas in the cosmetic industry.

To uphold some of different kind of products to release and Produce to people and specially

millenials who will appreciate these kind of aesthetic cosmetics.

HMS Cosmetics was first established in the year 2018 by a group of friends.

With a wide range of cosmetics for face, eyes, cheekbones, eyebrows, lips etc. the brand is

also popular for students for its range of creative and aesthetically variations of makeup

products.

The brand was positioned for the millenials & youth but since it has a lot of vibrant colors and

hues it also became popular amongst adult.

VISION
 Our Vision Statement

Our vission is to establish a standard cosmetic whose products that has a longterm

and whose product will be sold in metro manila

MISSION
 Our Mission Statement

Our mission is to establish a standard and class cosmetic brand that is in our own

capacity . We will make sure our cosmetic will attract many people eyes due of the
beauty on it. We will make sure our Environment and Marketing Strategy will help us

and build our Company to be well known.

Situational Analysis

HMN Cosmetics was first established in the year 2018 by a group of friends.

With a wide range of cosmetics for face, eyes, cheekbones, eyebrows, lips etc. , the brand

is also popular for students for its range of creative and aesthetically variotions of makeup

products.

The brand was positioned for the Millenias/Youth but since it has a lot of

vibrant colors and hues it also became popular amongst Adult.

Market Analysis

The HMS® poised for growth on account of growing consumer demand for cosmetic

products such as foundation, lipstick, eyeshadow, etc. High demand for anti-aging products is

expected to drive cosmetics demand considerably over the forecast period. The market has

witnessed shift in demand towards organic and natural cosmetics, which also provides avenues

for growth. Factors such as increasing consumer awareness and rise in disposable income are

estimated to contribute significantly towards industry growth in the future. Factors such as

increasing consumer awareness and rise in disposable income are estimated to contribute

significantly towards industry growth in the future.


The market is highly driven by innovation underpinned by quality. New product

development and provision of an assortment of products is the key strategy adopted by key

players in order to capture a sizeable market share in this segment.

Our Environmental will make sure our Business are identified and impact pur assesed and

strategy to develop mitigate.

Customer Analysis

 Changing lifestyles

Improvement in the current lifestyles of the individuals is majorly affecting the

cosmetics market. Consumers have now become more conscious regarding the usage of

cosmetics in their daily life in an effort to step up their style quotient and overall

personality.

 Rising GDPs of all the regions

Rising disposable income levels of the individuals across various regions is driving

them to buy personal luxury goods, which, in turn, is positively influencing the global

market growth.

 Use of natural ingredients

Rising trend of the use of natural ingredients in cosmetic products is observed among

various manufacturers.

 Top winning strategies


Presently, manufacturers are focusing on developing new products and innovating on

the use of different ingredients in cosmetic products. In order to sustain and maintain their

market position, manufacturers are adopting various strategies.

Segment overview

The HMS Cosmetics Line is segmented based on category of cosmetics, mode of sale, gender

and geography. The category segment includes skin & sun care products, hair care products,

deodorants, makeup & color cosmetics and fragrances. Among these products, skin & sun care,

and hair care products are majorly used by individuals and hold considerable amount of percentage

share in global cosmetic products category market. The mode of sale comprises retail and online

sale, where retail mode of sale is further classified into general departmental store, supermarkets,

drug stores and brand outlets. Customers for buying cosmetic products majorly prefer the retail

mode of sale.

COSMETICS MARKET SEGMENT:

The HMS Cosmetics Line is segmented as:

By Category

 Skin and Sun care products

 Hair care products

 Deodorants
 Makeup and Color cosmetics

 Fragrances

 Others

By Distribution Channel

 Retail Sales

o General departmental store

o Supermarkets

o Drug stores

o Brand outlets

 Online Sales

By Gender

 Men

 Women
Competitor Analysis

Cosmetic is a highly consumer related item. Therefore a very new company in exporting arena

needs to research the market environment of that country including the competitive phenomenon

existing there. Regarding that, while we are going to launch our company HMS Cosmetic Line in

Manila.

While analyzing the competitors, the main competitors should be the local companies and

foreign companies who export in Manila. Although manila does have few local cosmetics

manufacturing company that is why Foreign companies export their products here because 80%

of our cosmetic here are foreign.

So we wanted to launch our cosmetic line ‘HMS’ in Manila to try to compite the foreign

products in our country.

Marketing Objectives
Objectives:
 No Side Effects
 Offer Beauty Solutions
 Reach Target Markets
 Innovation
Marketing strategies

This section discusses the different marketing strategies that HMS Cosmetic line will employ

in order to reach its customers and to encourage customer patronage and loyalty.

 HMS Marketing mix (4 p’s)

Achieving a favorable position in the minds of the consumers and making the product or

service attractive to the target markets entails careful formulation of the marketing mix. Getting

the right mixture of the product, promotion, price and distribution is important in marketing.

The goal of the marketing mix is to potray an image for the product or service that will match

with how the organization wants the product or service to be visualized in people’s minds.

Marketing mix according to Kotler (2001) is the set of marketing tools that the firm uses to

pursue its marketing objectives in the target market.

 Product – The product or services of an organization help in creating an image of the

firm in the mind of the consumer. This image is reflected in the customer’s perceptions

and feeling about its product or services. The product is the element in the marketing mix

that includes all of the issues surrounding the development of the product or service.
 Price – where market demand and the cost of producing the product or service come

together and determine the profitability or lack of it.

 Promotion- consist of all the methods of communicating the product offering to the

target market. such as advertising, publicity and sales promotion.

 Place – is the task of getting the goods to the market.


PRODUCT
The wide range of Products: HMS Cosmetics Line offer a wide range of cosmetics such as

lipsticks, blush, rouge, eyeliner, mascara, foundation, concealers, eyeshadow etc. They also have

mineral-based makeup in each of these categories and most of their makeup is available in lotion

as well as powder forms.

The Product: HMS Cosmetics products are not just different but also naturally scented and

colorful to look at. Through a number of brightly colored products and the brand has been able to

capture the attention of the customer.

Ingredients: Our company makes cosmetics with natural and organic ingredients which are

safe to be used on all types of skin.

Real handmade: HMS Cosmetics are actually made by human beings and not machines.

For all skin types : HMS Cosmetics products are suitable for any kind of skin tone.
PRODUCTS

PACKAGING
PRICE

Product 1: Lipstick

Purpose Ingredients Price

Solidifier Camauba wax Php 5.2

Ceresin Php 5.2

Microcrystalline wax Php 5.2

Octyl palmitate Php 5.2


Diluent Oil Castor Oil Php 8.13

Pigment Dispersion Dimethiconol beewax Php 10.2

Colorant Nude no 17 Php 5.8

Nude no 11 Php 5.8

Packaging & Labeling Php 50

= 172.13 Php

HMS lipstick cost 172.13 Php per unit of lipstick to make and we sell it at the price of “250.00

php”
Product 2: Foundation

Ingredient Percentage/ % Price


Zinc Oxide 19.200 Php 31.88
Titanium Dioxide 16.400 Php 14.25
Bismuth Oxchloride 17.800 Php 26.18
Retinyl Palimate 23.300 Php 152
( Vitamin A)
Tocopheryl Acetate 23.300 Php 152
( Vitamin E)
Packaging and labeling Php 53
= 429.31 Php

HMS Foundation cost 429.31 Php per unit/ bottle to make and we sell it at the price of “699.00

Php” With the size of 1FL.OZ.30 ML

Product 3: Eyeshadow

Ingredients Percentage/% Price


Zinc stearate 10.200 Php 12.4
Octyldodecyl 08.600 Php 10.2
Stearoyl stearate 07.400 Php 9.9
Isostearyl neopentanoate 11.300 Php 13
Tocopheryl acetate 09.900 Php 12.4
Caprylyl glycol 06.900 Php 11.2
Hexylen glycol 06.900 Php 6.7
Phenoxyethanol 7.599 Php 6.7
Talc 20.001 Php 52
Autumn Orange 04 2.800 Php 5.2
Brown 08 2.80p Php 5.2
Sparkly White 06 2.900 Php 5.2
Rosy pink 02 2.700 Php 5.2
Packaging and labeling Php 55
= 210.3 Php
HMS eyeshadow 4 color pallete cost 210.3 php to make per unit and we sell it at “449.50 Php”
PROMOTIONS

Online sales and marketing channels are adopted by several vendors enabling them to

reach mass markets and foster closer relationships with the consumers. In order to increase the

growth of HMS Cosmetic line we will promote our product by giving out flyers in particular

areas in Manila and by creating pages like Facebook, Twitter, and Instagram page and with the

help of social media it will be an easy way to reach out to the customers, generate awareness

related to the products and attract new potential customers, which may further fuel cosmetics

demand over the forecast period.

Figure 1: Facebook page


FIGURE 2: Twitter page

FIGURE 3. Instagram page


FLYERS
PLACE

HMS® Cosmetic Line, HMS is a licensed and standard cosmetic company that will be

located in an industrial area in Manila. Specially Near to Universities and Trend Bazaars

which is Targeted to Students where those YoungAdults promote us to other people which can

lead variations of Sellers.

We have been able to secure a long term lease for a facility in a strategic location with an

option of a long term renewal on an agreed terms and conditions that is favorable to us.

In spite of the fact that our cosmeceutical make up production plant is a standard one with

a wide range of cosmeceutical makeup products that in few years from now will favorably

compete with other leading brands in the industry like as Uniliver, Vice Cosmetics, BLK

cosmetics, L’Oreal Inc., we will still go ahead to intensify publicity for all our products and

brand. We are going to explore all available means to promote HMS’

IMPLEMENTATION

Our Implemention of Marketing are:

Communicate with our staff to make sure they understand how the marketing plan fits within

our business goals, objectives, priorities and policies.

Let them feel that they are part of the plan and one of the strengths of the company so that

they will be more confident in promoting and selling of our products.


Acknowledge and give them recognition if they did something good. In that way, both

business and people will grow.

Promote:

 Monitor our Progress

 Distribute our Flyers

 Make advertisement

 Free Samples and Testers

 Do Makeup Tutorials using our Products in Social Medias

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